IMotions Unpack Human Behavior
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| 1. Cognitive States reflect the overall level of engagement, attention and focus during information- gathering and visual scanning. Engagement level are projected to a continuous scale with the extreme poles with values zero (low engagement) and one (high engagement). In order to classify the values in between these extremes, ABM provides the following four classification levels of increasing engagement: • Drowsy [0.1] • Distraction [0.3] • Low engagement [0.6] • High engagement [0.9] The B-Alert EEG series from Advanced Brain Monitoring (ABM), for example, offers two cognitive-affective metrics, which have been validated in several academic research projects (Berka et al., 2004 / 2007; Johnson et al., 2011; Stevens et al., 2007; Stikic et al., 2014): The primary benefit of these metrics – similar to the prefrontal asymmetry index – is their standardized value range between values of zero and one. Smaller values represent less or reduced engagement or workload, while larger values reflect increased or heightened engagement or workload. 47 Confidential © 2019 Redistribution is not permitted without written permission from iMotions As the metrics are computed on a second-by-second basis, you can easily evaluate how cognitive affective states change during the entire time course of dynamic stimulus presentations (navigation of a website or software, watching of a video or exploration of a shopping mall). Also, you can compute summary scores by simply averaging across longer time spans, for example across a video scene, a website, or a store section, in order to extract the general level of workload or engagement. This aggregation also allows you to compare EEG-based metrics of two or more stimuli. 48 Confidential © 2019 Redistribution is not permitted without written permission from iMotions Frequency-based EEG metrics are used in the following commercial and academic application fields: Download 5.03 Mb. Share with your friends:
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